The Psychology of Personalization
b2b marketing personalization
The Psychology of Personalization: How to Connect with B2B Leads on a Deeper Level
A few of the most hated things in this world are pre-decided calling scripts recited by tele-callers, job placement services, sellers, and the like. If we dig deeper into the whys, the lack of human touch a robotic script gives away makes us feel like another tool to tick us off from the target list. We hate to be an also-ran in a race of billions, and we always love when treated as exclusive. All we are trying to emphasize is the power of B2B marketing personalization, if not hyper-personalization. Scratch the surface of purely B2B conversations, and all we get is a human trying to upsell to another human. The idea is not only to acquire leads but to nurture the transformational journey from lead to long-term retainer clients through a deep-level connection, which is the goal of effective B2B prospecting strategies.
How does Personalization fuel your sales pipeline? Letting the numbers speak
A Statista survey revealed that 80% of business leaders believed personalization amplified customer spend, and 62% emphasized customer retention as one of its highest impacts. According to another report, one-third of B2B marketers leveraged AI-powered personalization in 2024.
These numbers underscore its role as a pivotal factor in amplifying B2B sales and retention.
Personalization is more than addressing your prospect by their first name
Email subject lines addressing a prospect by their first name had the Highest Average Open Rate of 43.41%. Still, we can safely declare that this is not the only secret sauce to prospecting success and is just the tip of the iceberg, and we urge you to dive in deeper to find what lies beneath.
The first pivotal step in driving B2B marketing personalization is identifying needs and pain points and studying motivations and behaviours. Be their trusted problem solver, but before posing yourself as one, divert attention to what they are struggling with.
The second step for unprecedented deal closure rates is triggering emotions as we already mentioned that behind every enterprise is a human waiting to resonate with another human, that is you.
The third step is to deepen connections based on trust and validation.
The fourth step is to keep interactions engaging and relevant.
This leads us to the crucial part of this article: putting our advice into action.
How to leverage psychology in your B2B prospecting efforts?
Analyse user behaviour
Leverage tools and technology like AI, CRM platforms, marketing automation software, and social media handles to gauge user behaviour. These tools help understand content consumption trends, needs, and pain points. You can subsequently tailor content based on the intent data and as per your buyer persona, a core tactic in modern B2B prospecting strategies. Marketing is about serving the right content at the right time to the right people, and data powers these impactful psychological marketing tactics.
Be a thought leader, not a salesperson.
Statistics reveal a mix of 70% knowledge-based content, and 30% marketing content creates the perfect recipe for marketing. The psychology behind this approach is to not pose yourself as that noisy salesperson and rather be poised as a thought leader who is confident your B2B marketing personalization and advertising strategies are niche and what your clients need.
